Last year, the outdoor equipment retailer first announced its stores will remain closed on Black Friday. It's doing it again this year. Not only that, but they're paying their employees for the day and encouraging them to spend it outside.
"We believe a life lived outside is a life well-lived," the company's CEO Jerry Stritzke said. "We'd rather be in the mountains than in the aisles."
Along with the announcement, REI launched its #optoutside campaign on social media, encouraging people to share their plans to spend Black Friday outdoors. They've partnered with dozens of parks and recreation areas around the country, many of which offer free admission on Friday.